Background: The Mall is the new kid on the block, located along Jumeirah Beach Road and opposite the Jumeirah Beach Hotel and the iconic Burj Al Arab Hotel. This friendly and intimate newbie has the ambition to be more than just a shopping centre and act as a social hub where the habitants of Jumeirah as well as nearby tourists can enjoy great food in a relaxing atmosphere and a different retail mix offering unique store concepts seen for the first time in Dubai.

Deliverables: Our assignment with The Mall commenced in 2013 with our initial scope to develop the over-arching Retail Strategy for the site. The scope was expanded to incorporate the strategic development of the retail mix, floor planning as well as creating the entire brand identity with brand guidelines, media campaigns and advertisement as well as events.